Making Advertising and Marketing budgets really pay is much more difficult and challenging in a small to medium size business than in a large corporation or organisation that has a Marketing and Advertising Department and Advertising Agency to assist.
This program follows Bill Gibson’s Marketing From The Inside Out Model. The program is not only effective for those who pro-actively sell, it is especially helpful to retailers and those in businesses where customers come to their location, office, store or outlet.

Topics Include:
– Developing a Winning Marketing Attitude within your people
– Giving & creating Super Service
– Implementing the 5 Keys to Profitable Marketing & Advertising – 1) Positioning 2) Strategy 3) Creative 4) Frequency 5) Reach
– Picking the Right Advertising and Marketing Budgeting Processes for Your Business & Advertising Tracking
– Creating Powerful “on-site”, “in-office” Marketing Tools and Tactics
– Creating Results Orientated Advertising Copy
– Outperforming the Competition with Commando Marketing
– Developing and Utilising Personal and Corporate Marketing Tools
– Capitalising on Networking, “How To” Seminars and Trade Show Marketing
– Effective Corporate Citizenship Programs
– Implementing a Permission Based Direct Marketing Program
– Launching an Effective “Be Seen” Program into Your Target Market Community

Modular Breakdown:

Marketing Your Business From The Inside-Out – Module 1

Part 1

•    Introduction To The Inside-Out Approach
•    The Importance of Customer Care From The Inside Out
•    Why People Don’t Come Back
•    The Dot
•    The People Who Handle The Traffic
•    Relationship Marketing (Building) Model
•    Handling Complaints and Problems
•    The GAP Model – The difference between good and exceptional Customer Care
•    Expectations of Customers
•    Customer Care Zones of Satisfaction
•    The 1-11-5 Principle

Marketing Your Business From The Inside-Out – Module 2

Part 2

•    A Real Life Inside-Out Story – Dunsmuir Shell Super Service
•    Super Team – Super Attitude Tips – Management & Staff
•    Attitudinal & Face To Face Marketing

–  Name Tag Power
–  Personalised Business Cards
–  Official Ambassador Cards
–  Smile – Are You Happy
–  Professional But Have Fun
–  Remember And Use Names
–  Personalise Service & Offerings
–  Extra Care – Special Groups
–  Alert – “Slow Periods”
–  Quick Response / Chin Up
–  Positive Surprises / Positive Memories
–  Reduce Psychic Pollution
–  “Whatever It Takes” Attitude
–  Joe Kotow’s Cemetery Story
–  Team Code of Commitment
–  Shop Your Business – Incentives
–  Incentives & Offers – “Permission To Contact”
–  Mini Tune-up
–  Desk Guide Back-Up
–  Recognition Power
–  Advancement Attitude
–  Trophy Thanks
–  Seminar Payoff
–  Know Thyself
–  Ask The Real Professionals
–  Make Downtime Profitable
–  Keep The Round Going
–  Everybody Sells
–  Sell What They Want
–  Mystery Selling
–  Utilise Spotters
–  Powerful Positive Language
–  Lead Awareness
–  Lead Handling
–  The Boss Has The Last Say
–  Wise Choice
–  Focus Selling
–  Buy Right To Sell Right
–  Priority Profits
–  Quick Action Pick-Up
–  Collecting The Money
–  Conduct Group Brain Storming
–  Telephone Handling Tips
–  Pointers On Handling Complaints
–  5 Keys To Profitable Marketing & Advertising
–  R.O.I.   (Return On Investment)
–  Possible Criteria “Selling To Individuals”
–  Possible Criteria “Selling To Businesses & Organisations
–  Possible Criteria “Identifying Referral Sources”

On-site / In-office Marketing – Module 3

(Environmental Marketing)

•    Environmental Marketing
•    Sense Sational
•    747 Boarding
•    Montage of Photographs
•    Pictures Are Priceless
•    Testimonials / Awards / Recognitions
•    The Silent Salesperson
•    Blackboard / Whiteboard Selling
•    Sign The Way
•    Banners / Action – Stop The Traffic
•    Open For Business
•    Utilise “Hot Spots”
•    Glossary Of Terms
•    Educate The Customer
•    Packaging And Grouping
•    Match Selling / Combination Selling
•    Add-On Attraction
•    Add-On Shopping / Purchasing List
•    By The Way Selling
•    Up-Selling
•    Full Page Mileage
•    Your Own Radio / T.V. Station
•    Video, CD, DVD
•    Innovative Attention Getter
•    Mannequins At Work
•    Cars Move Over
•    Ethnic Service
•    Pre Promotion Visuals
•    Themes & Special Times of The Year
•    Pre Promotion Preparation
•    Advertising Specialities At Work
•    Permission To Contact Offer

Personal & Independent Business Marketing Tools – Module 4

(Environmental Marketing)

•    Introduction
•    Personal & Independent Business Marketing Tools
•    The Personal Marketing Brochure / CV
•    Unique Business Cards
•    Unique Fax Sheet or e-mail
•    Fax Sheet / e-mail Summary
•    Personal and Corporate Post Cards, Post Card Type e-mails, Faxes and SMS’s
•    Trophies
•    Certificates / Awards
•    Calendars
•    Unique Gifts

Your “Be Seen” Program – Part 1 – Module 5

•    Introduction
•    Publish Your Own Newsletter
•    Publish Your Own Newspaper

•    Writing A Newsletter or Publishing Your Own Newspaper “Check List”
•    Writing And Submitting Articles
•    The Actual Writing & Submitting of Articles
•    Story In The News
•    Personal “Newsworthy” Approach
•    Immediate Releases

Your “Be Seen” Program – Part 2 – Module 6

•    Introduction
•    Writing & Publishing Your Own Publication or Books
•    Capitalizing on Strategic Alliances & Key Influence “Be Seen” Program
•    Being A Status Spokesperson
•    Personal Awards / Community Recognition
•    Becoming a “How To” Expert and Speaker

Extended Personal Marketing – Part 1 – Module 7

•    Introduction
•    VIP Functions
•    Build An Event Board
•    Lunches and Special Invitations – As An Event
•    Company Sponsorships & Utilise Sponsorships
•    Other Relationship Building Tools / Tips / Ideas
•    Extra Effort
•    Seminars and Workshops

Extended Personal Marketing – Part 2 – Module 8

•    Introduction
•    Networking – “Leveraging Time and Energy”
•    Networking Guide for Business People
•    Trade Shows
•    South African Examples
•    Corporate Citizenship
•    The Ultimate Corporate Citizenship Program
•    The 16 Criteria of Success For Corporate Citizenship Programs
•    Ultimate Corporate Citizenship Program Checklist

Permission Based Marketing – Module 9

•    Introduction
•    Frequency Works
•    Frequency & Reach
•    Frequency In Selling
•    The 5 Relationship Development Stages
•    Frequency and The 5 Stages of Relationship Development
•    Time and Genuine Assistance “Relationship Building Model”
•    The Need For Frequency of Contact Lowers With Time
•    Trust
•    Market Share or Wallet Share
•    Permission Based Marketing Benefits
•    The Tools of Permission Based Marketing
•    The Primary Tools
•    The Secondary Tools of Data Base Selling
•    The Other Tools
•    Putting Permission Based Marketing “To Work”
•    Pending File
•    Final Suggestion
•    Internet Personal Marketing
•    The Internet –Tips and Benefits

Media Marketing – Part 1 – Module 10

•    Introduction
•    Why Advertise?
•    Advertising Budgeting Methods
–  Ineffective Budgeting Methods
–  Effective Budgeting Methods
–  Respect Fore Your Advertising Rands
–  The Message Is The Medium

Media Marketing – Part 2 – Module 11

•    Introduction
•    Arrow The Way
•    City Wide Coupon
•    The Bigger The Better
•    The Envelope Medium
•    Poster Up, Poster Down, Poster All Around The Town
•    Idle Time
•    Queue Advertising
•    Cross Marketing / Cross Selling
•    Low Cost Targeting / Low Cost Events
•    Test For Success
•    We’ll Have Two Forks Please!
•    Heavy Up At The Start
•    Lead … Don’t Follow

Media Marketing – Part 3 – Module 12

•    Introduction
•    Radio Advertising Strengths & Benefits
•    Radio Advertising Tips
•    Colour Makes The Difference
•    Magazine Advertising Strengths & Benefits
•    Magazine Advertising Tips
•    Newspaper Advertising Strengths and Benefits
•    Newspaper Advertising Tips
•    Creative Classified Small Ads
•    Tell More And Sell More
•    Television Advertising Strengths & Benefits
•    Television Advertising Tips
•    Outdoor Advertising Strengths & Benefits
•    Advertising Tracking
•    Promotions